How did the stadium manager role come about?
Since 2013, the French Professional Football League (LFP) has written into its internal rules the requirement for every professional club to work with a stadium manager. Booming in France, the role is already well established among our European neighbours (Germany, the United Kingdom and Spain).
To counter their dependence on TV rights, clubs have used their stadiums to increase profits and find other sources of funding by making the most of the venue. The stadium manager is part of this “sport business” thinking and of a new business model for French stadiums, as seen at the Stade Pierre-Mauroy in Lille and the Groupama Stadium in Lyon.
Although the role is far more developed in football, other sports are following the same model, including rugby, handball and basketball.
What does a stadium manager do?
Seen as the conductor of the orchestra, the stadium manager is one of the newer roles in the sports sector.
Their main task is to run the stadium they are responsible for. The aim is to turn a profit and make the venue profitable. To do so, they act as the overall coordinator of every team working inside a stadium, following the club's guidelines and policy. In other words, they are the person in charge of the stadium. They will, for example, coordinate refurbishments or building work and the running of events on the premises.
To make the stadium more appealing, the stadium manager sets up projects designed to boost attendance and returns. They are given a budget and must manage it.
Whether out on the ground or in the office, this is an operational role spanning several areas, on which they also give their opinion. They are involved in management, communications, sports facilities and stadium sponsorship as much as in security, shops, restaurants and ticketing. They are on every front.
The stadium manager represents the sports club and deals directly with partners and outside parties such as sports federations or opposing clubs.
Events are the most intense times for the stadium manager, who has to ensure the safety of the public and of elite athletes inside the ground, while also planning ahead so that fixtures run smoothly. As well as sporting events, the stadium may host concerts and conferences. They must tailor both the offer and the venue to the audience expected.
They work closely with the other team managers, such as the safety and security officer, the chief steward, the club's directors and the managers of the maintenance and retail teams. They may sometimes wear several hats, in particular that of safety officer.
Depending on the stadium's business model, their room for manoeuvre and their duties may vary.
The essential qualities and skills of a stadium manager
This venue management professional needs a number of qualities that are essential to the job, such as:
- Being versatile
- Having a flair for organisation
- Being able to cope with stress
- Having an excellent knowledge of the world of sport
Salary and career prospects
The salary can range from €2,000 to €5,000 net per month. It depends on the club they work for. The bigger the club, the greater the responsibilities. The stadium's business model also affects their pay. Given the growth figures for the sports economy, they can expect their salary to rise quickly.
A stadium manager can start out in a small organisation and move up to a bigger club as their remit and responsibilities grow. With a knowledge of several sports, a stadium manager can move into other sporting disciplines.
Other opportunities lie in marketing, communications, events and sports management, or in sponsorship within a sports brand.
Which programmes lead to a career as a stadium manager?
This job calls for specialist training in sport in order to grasp the sector's challenges.
Candidates need to hold a three-year or five-year higher education qualification in careers in sport, such as a Bachelor's or a Master's. Specialising in sports management, events or sports marketing is another possible route into the job.
These programmes have the advantage of preparing students for every aspect of a stadium manager's role, through a grounding in the fundamentals of economics, finance, marketing and management. A focus on employability is central to these courses. The final year is devoted to workshops and professional projects.
Speaking English is a skill many clubs value, so following a course taught in English is a real advantage. One or two semesters abroad may also form part of the programme, so that students broaden their knowledge of the sports market and discover another culture.
